Amazon Launches Multi-Channel Sales Tool Covering Four External Sales Channels

According to foreign media reports, Amazon has officially launched a multi-channel sales tool. This feature is directly embedded in the Seller Central backend that sellers use daily, and currently supports sellers linking accounts from four external platforms: eBay, Shopify, TikTok, and Walmart, with more sales channels to be integrated in the future.

Amazon has been laying out multi-channel services for years. Previously, many sellers reported that cross-channel inventory management was a core challenge in their operations, and they hoped to have a unified inventory pool to fulfill orders across all channels while leveraging Amazon's delivery speed and global coverage network to enhance efficiency. To address these needs, Amazon has successively launched services such as Multi-Channel Fulfillment (MCF), Amazon Warehousing & Distribution (AWD), and Buy with Prime. Many sellers have achieved significant efficiency gains by using Amazon's logistics network to deliver orders from non-Amazon platforms. The newly launched multi-channel sales tool extends service coverage from the fulfillment stage to the entire sales operation process.

Before this tool was available, sellers operating across channels had to log into each channel's backend to create product listings separately, repeatedly adjust content to meet each channel's format requirements, and then publish manually one by one. For cross-channel sellers managing dozens or hundreds of products, updating information for a single product could take up a full day of work.

With the new tool, sellers only need to optimize product descriptions once on the product management page, and the system will automatically adapt to each channel's format requirements and sync updates to all active listings on linked platforms, eliminating the need for sellers to constantly adjust content for different platform specifications. Customer orders from all channels are consolidated into the same backend, and the differences in order processes and requirements across channels are adapted by the system. Sellers do not need to switch between different platform backends to view and process orders; they can handle operations and fulfillment for all channels from a single interface, avoiding missed unprocessed orders.

The tool also integrates cross-channel operational data reporting capabilities, displaying real-time revenue performance for a single product across all channels, while consolidating advertising spend, traffic, and sales data from all linked channels. Sellers can intuitively view the profitability of each channel without having to pull and cross-check different reports across platforms. All operational data from non-Amazon platforms is only accessible to the respective seller for their own business management, ensuring data security and privacy.

The multi-channel sales tool will gradually roll out to US-based sellers over the coming months at no additional cost. Currently launched features include linking accounts from four external platforms, importing and associating product information from non-Amazon platforms, viewing multi-channel sales and orders, and one-click cross-channel fulfillment, with more channels and features to be pushed out later. According to the plans of Amazon's Global Selling Partner Experience team, Seller Central will in the future become a unified entry point for independent sellers to manage their multi-channel business operations, rather than being used solely for operating Amazon storefronts.

This article was first published on the Ebrun official website.